PEMBERDAYAAN PEREMPUAN DESA MELALUI PEMANFAATAN MEDIA SOSIAL: STUDI KASUS KADER PKK DAN WANI LEMPER DESA AMPELSARI

Khairun Nisa Meiah Ngafidin, Sarah Astiti, Dwi Mustika Kusumawardani, Sisilia Thya Safitri, Rona Nisa Sofia Amriza, Sukmadiningtyas Sukmadiningtyas

Abstract


Perkembangan teknologi digital dan platform media sosial menawarkan peluang transformatif bagi pemberdayaan sosial-ekonomi perempuan di wilayah pedesaan. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk menjembatani kesenjangan digital (digital divide) dan meningkatkan kompetensi teknologi pada 30 orang kader Pemberdayaan Kesejahteraan Keluarga (PKK) dan komunitas WANI LEmPER di Desa Ampelsari, Kabupaten Kebumen. Pelaksanaan dilakukan melalui metode workshop dan pendampingan partisipatif pada 12 Maret 2026, mencakup materi literasi digital dasar, strategi branding, content planning, hingga praktik penyuntingan video menggunakan InShot. Berdasarkan analisis data kuesioner evaluasi, kegiatan ini terbukti efektif mengatasi hambatan psikologis (“gagap digital”) dengan 100% responden menyatakan kepuasan (Setuju/Sangat Setuju) terhadap kebermanfaatan pelatihan. Pendekatan Technology Acceptance Model (TAM) dan Resource-Based View (RBV) digunakan untuk menganalisis bagaimana kompetensi teknologi mengubah media sosial menjadi modal strategis tak berwujud. Hasil analisis menunjukkan bahwa intervensi literasi digital berhasil memfasilitasi pemberdayaan multidimensi (personal, sosial, dan ekonomi) serta membangun ketahanan wirausaha (entrepreneurial resilience). Rekomendasi tindak lanjut berfokus pada pelatihan public speaking dan penulisan jurnalistik guna memaksimalkan partisipasi UMKM perempuan dalam Social Commerce.

 

Abstract. The advancement of digital technology and social media platforms presents transformative opportunities for the socio-economic empowerment of women in rural areas. This community service initiative aims to bridge the digital divide and enhance the technological competencies of 30 cadres from the Family Welfare Empowerment (PKK) organization and the WANI LEmPER community in Ampelsari Village, Kebumen Regency. The program was implemented through workshops and participatory mentoring on March 12, 2026, covering topics ranging from fundamental digital literacy, branding strategies, and content planning, to practical video editing using the InShot application. Based on the analysis of evaluation questionnaire data, the intervention proved highly effective in overcoming psychological barriers (digital anxiety), with 100% of the respondents expressing satisfaction (Agree/Strongly Agree) regarding the utility of the training. The Technology Acceptance Model (TAM) and Resource-Based View (RBV) approaches were utilized to analyze how technological competencies transform social media utilization into an intangible strategic asset. The analytical findings indicate that the digital literacy intervention successfully facilitated multidimensional empowerment—encompassing personal, social, and economic dimensions—while fostering entrepreneurial resilience. Future recommendations focus on conducting advanced training in public speaking and journalistic writing to maximize the participation of women-led MSMEs within the Social Commerce landscape.


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DOI: http://dx.doi.org/10.35906/resona.v10i1.2913

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